BJP hoping to project 2014 election as a duel between Narendra Modi and Rahul Gandhi
While Gandhi has been made vicepresident at the Congress’s Chintan Shivir in Jaipur, the BJP leadership is slated to name Modi to the highest decision-making body of the party

While political pundits say that the charisma of one leader may not be enough to pull in votes in a parliamentary system of election, they concede that various factors — such as anti-incumbency factor against the “tainted” UPA, Modi’s emphatic third successive win in Gujarat, BJP’s efforts to pitch him as a pro-development icon and mascot — may make the NaMo vs Rahul Gandhi slogan tempting and heady in the run-up to the 2014 election. Congress is finding it nearly impossible to downplay the comparison.
“There are states where BJP has not been able to register its presence. The appeal of the leader can help the party overcome this shortcoming. A president-like election will also benefit the party in the urban seats. Voters in these seats prefer a strong and credible leadership. We will be able to generate a more powerful appeal,” BJP leader and former Union minister Yashwant Sinha told ET.
HE VS HE
“Modi as an able administrator and a campaigner fighting a so-far-unsuccessful Congress prince may not be a bad campaign proposition for any
FIRST AMONG EQUALS
A Congress leader, however, thinks Modi’s appeal hasn’t transcended Gujarat and he has his support mostly among ‘internet Hindus’. This leader from Kerala conceded though that “support from corporates may help him raise the pitch at the national level. But I am not sure if BJP can take on the Congress campaign machinery across the country.” At the biennial Vibrant Gujarat summit held last month, several business leaders showered lavish praise on Modi for his pro-industry approach and for setting an example of good governance at the state level. Some of those who gushed about Modi’s ‘capabilities and vision’ included the Ambani brothers. Gandhi, on the other hand, hasn’t evoked any similar sentiment from any section of Indian society — despite his repeated and drama-filled efforts to warm up to youth and the aam aadmi.
Political observers say that while the faction-ridden BJP, too, faces its set of problems over corruption — including one connected to its former president Nitin Gadkari — and various troubles across states, including in its strongholds such as Karnataka, Modi is largely perceived as above board.
CRUCIAL URBAN APPEAL
Gandhi junior has consistently failed to live up to the expectations of his party men. Modi, in contrast, has consistently focused on the so-called neo-middle class, the first-generation beneficiaries of liberalisation who are above the poverty line but below the middle class, and in the process reaped poll gains.
Adds the Left leader: “I think Rahul’s appeal among urban Indians is not good enough. (Narendra) Modi seems to have a large following among city dwellers those who don’t know his true colours and his ‘criminal silence” in the 2002 riots.” This leader also feels that BJP will find it tough to keep its folk together by projecting Modi for PM.
INDIVIDUAL OVER PARTY?
For his part, renowned advertising professional Josy Paul, chairman at BBDO India, feels that personality-oriented clashes on the advertising medium can get really exciting. “But the era when you could ‘sell a person’ (with false claims, etc) is over.” Paul adds, “Thanks to social media and new technology, spreading falsehood doesn’t work any more.” He adds that ads have to have possess both “empathy and delivery” to be able to click. “I am an apolitical person… but I think more and more Indians, even in the local election I have observed, have begun to increasingly focus on individuals than parties.” Whatever the denouement, who shines in the poll combat between the two — the 62-year-old hands-on chief minister who is revered by many and hated by many others and the 42-yearold reluctant leader with opportune family ties — is anyone’s guess.
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